Pineapple Expresss' James Franco is the smoldering face behind the new Gucci by Gucci fragrance for men. Franco is just as intoxicating as this woodsy fragrance that has top notes of bergamot, tobacco and jasmine and base notes of patchouli, amber and incense. 50ml Eau de Toilette spray is $55; or $70 for 90ml on Gucci.com.

Hunky Josh Hartnett is the new face of Giorgio Armani's Diamonds for Men campaign, shot by fashion photog Mario Testino. Hartnett personifies the "bold allure of sexiness" of this spicy fragrance that combines bergamot, cedar and cocoa. 1oz Eau de Toilette $37.50; 1.7oz $52.50 at Giorgioarmanibeauty-usa.com.

Long-haired lothario Josh Holloway, who plays the scruffy stud Sawyer on "Lost," was the perfect choice for Cool Water by Davidoff for Men. Shot in Hawaii by famed photog Michel Comte, you'll need to cool down after looking at this. The invigorating fragrance is a mix of sandalwood, orange blossom, jasmine, musk and mint. 2.5oz $48 at Sephora.com.